Survey Shows Parents Approve of Video Game Ratings; As Holiday Shopping Season Peaks, Entertainment Software Rating Board Reminds Parents, ``Always Check the Rating''

Business Wire, Dec 9, 2002

Business Editors/Entertainment & Multimedia Writers

NEW YORK--(BUSINESS WIRE)--Dec. 9, 2002

An independent consumer survey released today by the Entertainment Software Rating Board (ESRB) found that parents overwhelmingly approve of the ratings assigned to computer and video games.

"Parents can shop with confidence, knowing that ESRB ratings give them the information they need to make informed purchasing decisions," said Patricia E. Vance, president of the Entertainment Software Rating Board. "That's especially important this time of year, because nearly half of all parents are expected to purchase computer and video games as holiday gifts."

The survey, which was commissioned by ESRB and conducted independently by Peter Hart Research Associates, showed parents actual footage from 80 popular games and asked what rating they would have assigned, using the ESRB rating system. The research found that an overwhelming majority (77%) would have awarded either the same rating as ESRB or a less restrictive rating. When parents would have given a different rating, the survey found they were just as likely to have recommended a less restrictive rating as a more restrictive one.

"Parents strongly agree with ESRB ratings," wrote Peter D. Hart Research Associates in a memo summarizing the results. "Our research confirms that the tastes and values of ESRB raters consistently and reliably match those of American parents."

ESRB ratings have two parts: black and white rating symbols, which are printed on the front of game boxes, and content descriptors, which are printed on the back. ESRB rating symbols, which suggest the most appropriate age groups for each game, are "EC" (Early Childhood), "E" (Everyone), "T" (Teen), "M" (Mature), and "AO" (Adults Only). Content descriptors are short phrases that describe particular content elements that may be of interest or concern. ESRB currently uses more than twenty standardized content descriptors, which alert consumers to everything from educational tools to adult content.

Consumers can search for ratings by visiting the ESRB website, www.esrb.org or calling the ESRB's toll-free rating search hotline, 1-800-771-ESRB. High-resolution images of ESRB's rating icons may also be downloaded by the media at the website.

The memorandum prepared by Peter Hart Research Associates summarizing the survey's key findings is available upon request.

The Entertainment Software Rating Board (ESRB) is a self-regulatory body established in 1994 by the Interactive Digital Software Association (IDSA). ESRB independently applies and enforces ratings, advertising guidelines, and online privacy principles adopted by the industry.